October 18, 2016

Change brings opportunity. In higher education, the rise of social media, the focus on student outcomes, and the movement towards online learning make those three words especially relevant.

At LinkedIn’s 3rd annual Education Connect 2016 last month, marketers were treated to fascinating discussions on the opportunities, best practices, and insights that will distinguish those who successfully lead through change, compared to those who simply react to it.

If you weren’t able to attend, you’re in luck! The full videos, presentations, and photos are now available on our highlights site. In this post, we’ve assembled three must-see videos from the day that will be well worth your time to watch.

Fireside Chat with Chip Paucek, CEO, 2U

Chip discusses the future of higher education, how and why prestigious universities are moving online, and how the line between on-campus and online learning is blurring. When it comes to higher education, online learning and marketing get a bad rap. In reality, it’s all about improving access to opportunity. Data science and digital channels allow marketers to reach and engage prospects in a way that directly impacts student enrollment and outcomes. And in the end, it really is all about quality outcomes.

Three leading marketing minds in higher education discuss the challenges and opportunities facing business schools today. The bottom line: the student decision journey is no longer linear. The better you can segment your audiences, create authentic, visual content that resonates, and target the right message to the right prospects at the right time, the better you can reach applicants who are a good fit for your school. The opportunity for marketers is the ability to personalize brand experiences with your school using technology and tools, such as marketing automation, social media, and content marketing.

The content marketing tips and promotional strategies in this 48-minute video are golden for higher ed marketers. Between viewbooks, faculty & alumni profiles, and academic research, universities have more than enough content to talk about. How do you figure out what is content marketing worthy and what needs to be left on the cutting room floor? Universities need to create content that shows, not content that tells. Distill your content down to a succinct sentence and create visuals that make it shareable on social channels. Matt and Angela provide a compelling master class in how they’ve done it successfully at Emory University.